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With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out? This workshop offered background and tips on multichannel campaigns and a case study of a year-end fundraising campaign for Fountain House.
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Multichannel Fundraising
Amazon Watch | Big Duck | Causes Strategies and Tactics
April 2, 2012!
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#12NTCcampaigns @farra @matthewmahan @paulpaz @susangordo
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What we’ll cover • Why multichannel campaigns? • Multichannel case study: Fountain House • 12 ways to make your multichannel
campaign stronger • How you can use Causes in your
campaigns • Multichannel case study: Amazon Watch
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Why multichannel campaigns?
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Reasons Nonprofits Communicate
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Be clear. Be compelling. Be consistent.
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Campaigns turn a series of messages into a story with… • A problem • A solution • A goal • A timeline • An action your audience can take
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Campaigns tell a story across all elements… • Consistent imagery • Established goal/deadlines • Campaign-specific landing pages • Web promotion & social media engagement • Reference URL in direct mail appeal
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Where do campaigns fit in?
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The results are worth it: • Multi-channel enhances donor lifetime value • 10% of all donors are online; 1 of 6 join online • 32% of online acquired donors switch to offline donors in year-two • People who ‘act’ online are 7x more likely to give Convio, Integrated Multi-Channel Marketing Blackbaud donorCentrics Internet & Multichannel Giving Benchmarking Report and Connecting Online Fundraising and Advocacy
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See it in action: Fountain House
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YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY.
Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs.
Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching donor will kick in the other $50,000 to make up for what we lost from the City.
Our Fountain House community is, as ever, resilient and moving forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today.
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2011 Campaign Results • Total raised: $88,390 • Average gift: $187.78 • 33.7% increase in online giving from
2010
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Lessons Learned • Direct mail acquired list is ready to give
online • Donors receptive to a different kind of
storytelling • Increase appeared to result not just from
added appeals, but entire campaign
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12 ways to make your campaign stronger
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12 ways you can make your campaign stronger 1. Identify and prioritize your goals 2. Find the biggest news in your space 3. Connect it to your org’s short-term
goals 4. Find the specific problem this news can
help you solve
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12 ways you can make your campaign stronger 5. Set an achievable goal for how you’ll
solve it 7. Select the right channels to reach
your audiences 8. Craft your calendar around deadlines 9. Reflect your organization’s tone and
style
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12 ways you can make your campaign stronger 9. Focus each message on one call to
action 10. Tell the same story in all elements 11. Report back to your audience on
impact 12. Analyze the results to inform the next
campaign
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Resources • 12 Ways You Can Make Your Campaign Strongerhttp://www.bigducknyc.com/blog • eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/ • 2011 Online Giving Report https://www.blackbaud.com/onlinefundraising • 2011 Connecting Online Advocacy and Fundraising https://www.blackbaud.com/bb/advocacy/Advocates-Donors.aspx • 2011 Online Marketing Nonprofit Benchmark Index Study http://www.convio.com/files/2011-Benchmark-Report.pdf • 2012 Online Giving Study http://www.onlinegivingstudy.org/
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Contact Farra / Big Duck bigducknyc.com
bigducknyc.com/blog [email protected]
twitter.com/farra and /bigduck linkedin.com/in/farra facebook.com/bigduck
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